About Us
The Singapore Advertisers Association (SAA) was formed in 1952 as a non-profit organization, seven years after the Japanese surrendered their occupation of Singapore. The then British colony of Singapore went through a flurry of economic and political reforms culminating in the Rendel report that paved the way for local elections and put Singapore on the road to self-government. It was about this time in 1952 that a group of enthusiastic advertisers led by the late Max Lewis of F&N fame who got together to form a trade association to foster their commercial interests germane to Advertising and to champion their cause for Advertising.
When we became part of Malaysia in 1963, the association became known as The Advertisers Association (TAA) and continued to be so after Singapore became a Sovereign Nation in 1965. As the economic landscape changed in both countries, TAA finally revert back to the Singapore Advertisers Association (SAA) in 1975.
Today, SAA represents Singapore's leading companies many of which are major advertisers having established household names and marketing well-known home-grown as well as international brands. As an Association of ad spenders, we are in a unique position to offer members not only a strong collective voice but an avenue of learning to leverage best practices in Advertising and Marketing, as we continue to look after their interests and set new agendas. In economic terms, the SAA together with the 4As (Association of Accredited Advertising Agents, Singapore), AMOS (Association of Media Owners, Singapore), and the respective Government Ministries, forms part of this multi-billion dollar advertising and marketing communications industry in Singapore.
In 1976, the SAA initiated with its industry partners to publish a Singapore Code of Advertising Practice (SCAP), which was later incorporated and adopted by the Advertising Standards Authority of Singapore (ASAS) to form the basis of a self-regulatory instrument for a higher standard of ethical Advertising against the backdrop of national interests and international law. This Code incorporates the International Code published by the International Chambers of Commerce. SAA subscribes to the Consumer Protection (Fair Trading) Act administered by the Consumers Association of Singapore (CASE) and its representation on the Council of ASAS, an advisory body of CASE, ensures that its members practice a very high standard of ethics.
Working with industry partners, SAA together with the 4As, and AMOS formed the Audit Bureau of Circulations (ABC) Singapore, formerly the Media Circulation Service, to monitor and audit circulation figures of major newspapers and publications to assure advertisers that on a cost-per-thousand readership basis, they are getting good value for their advertising dollar investment spend.
Among the various activities SAA organizes from time to time to foster goodwill and relationships between industry players, and to further its cause to set the stage for the agenda to improve advertising standards and practices, we became a member of a regional grouping called the Asian Federation of Advertising Associations (AFAA), the original organizer of the prestigious biennial ADASIA Congress. This Congress is well attended by advertising professionals to keep themselves updated with Advertising’s latest trends, techniques, and practices for the sole objective of maximizing the effectiveness and efficiency of ad spendings.
Looking forward, SAA aims to lead and set the standards of Advertising in the region.